REAL CASE STUDY
HiT in Action
AI can generate thousands of answers in seconds.
But speed and volume don't guarantee an original one.
So we put it to the test.
We gave AI a real creative challenge and explored what it would produce.
Then we HiT it.
We brought human thinking into the process questioning the obvious, reframing the challenge and looking for the idea that AI alone might not find.
THE CHALLENGE
What needed to be solved?
THE AI APPROACH
What would AI do with the challenge?
THE HUMAN APPROACH
What did we see, question or rethink that AI couldn't?
THE HiT
Where Human Thinking made the difference.
THE OUTCOME
What we created
THE CHALLENGE
What needed
to be solved?
Context
Comunication Objective
Mastitis is a complex disease with multiple potential causes. Different pathogens can require different approaches, making prevention challenging and often fragmented.
The key communication challenge is therefore to make veterinarians understand the significance of broad pathogen coverage in a single vaccine, while translating this technical advantage into a meaningful, relevant and memorable benefit.
Position the vaccine as a comprehensive solution for mastitis prevention, establishing its broad pathogen coverage as a meaningful point of differentiation.
Veterinarians
They are scientifically literate, evidence-driven professionals who need to see a clear rationale behind any preventive intervention.
The communication should therefore be credible, intelligent and evidence-based, while avoiding excessive technical complexity.
Target audience
THE AI APPROACH
What would AI do with the Challenge?
We were given a first approach
3. We started exploring visuals on different creative platforms.
We gave different AI tools all the context and information we had, and asked them to come up with creative ideas and visual explorations.
2. Many alternative ideas
4. We asked for more disruptive creations
The result?
A lot of sameness
THE AI APPROACH
What did we see, question or rethink that AI couldn't?
More content.
More brands.
More messages.
More advertising.
And more sameness.
In a world overloaded with choice,
attention goes to what feels different, clever and genuinely human.
Because if you don’t stand out, you risk being overlooked.
THE HiT
Were Human Thinking made the difference
An image can say exactly what it shows.
Or it can make you think.
Through symbolism, metaphor and visual wit, we can create images that go beyond the literal and reinforce the meaning behind the message.
Because good ideas don’t just communicate. They make you see things differently.
THE OUTCOME